Designing a great logo is one of the most important things you can do for your business or website. A good logo should convey the intended message to your audience without additional explanation or context.
While there are a number of tutorials out there that describe functionally how to create a logo, this article will explore what we believe are the founding principles of effective logo design.
When evaluating your logo design you should ask, is it simple, memorable, timeless, versatile and relevant?
1. Simple
Less is more. Logos that are overdrawn or too ornate are generally inflexible and have limited versatility. By keeping a logo simple it enhances its “stickiness” and keeps it from being perceived as busy. Create a unique concept and strip it down to the most basic level it can be while retaining its impact.
2. Memorable
In order for a logo to be memorable or have a “sticky” factor, it needs to be both simple and relevant or appropriate to the audience. The design should be simple enough to easily recall and convey imagery or typography that resonates with the target audience.
3. Timeless
You want your business to stand the test of time; your brand needs to be just as timeless. A great logo will still be great 10-20 years from now. Rebranding should not be considered a normal part of business nor should it become a habit. Longevity is what you should strive for. To create a timeless logo, avoid trends, avoid unnecessary effects and keep it simple.
4. Versatile/Flexible
Will your logo scale to different sizes without losing quality? Will it work in one color or against a dark background? An effective logo should work across various media and within different contexts. To ensure flexibility, start by creating your logo in black and white. Using a vector format will enable your logo to scale to various sizes without losing quality.
5. Relevant & Appropriate
Understanding your target audience or consumer is an integral component of creating an effect logo design. Knowing what is appropriate for your audience will dictate what font style you use, the colors and any accompanying imagery. You wouldn't design the same logo for a toy company as you would an automotive parts store.
As you can tell, there is a lot of overlap between the 5 principles we have outlined. That is because to create a highly effective logo, these are the most basic, foundational things you should abide by. If you can successfully develop a logo adhering to these principles, your logo will do an exceptional job of shaping your business now and for many years to come.